The Pros and Cons of Google Adwords PPC

Google Adwords PPC

If you are planning to invest money in an online advertising campaign, then it will be very helpful to be aware of some of the pros and cons of Google Adwords PPC (Pay per Click).

With any PPC campaign, your advertisement is displayed free of charge. Your advertisements will be directly linked to a page on your website, often referred to as the landing page. You only incur a cost when a surfer clicks on your advertisement. A carefully designed, well thought out campaign can provide much targeted visitors to your landing page.


1) A Google Adwords PPC campaign is one of the quickest ways to generate traffic for your website. Using a PPC campaign, you do not have to rely on organic search engine results to bring visitors. The vast majority of people who carry out online searches never look past page one of the results. Getting your website to page one can be a process that takes months or even longer. There is the possibility that you will never get your website on page one. Adwords can bring people to your site from day one.

2) A PPC campaign can be very cost effective compared to advertising in print or other media. A one-eighth-page advertisement in even a low circulation magazine or newspaper can cost hundreds. A similarly sized Google advertisement can cost just a fraction of that.

3) Google Adwords provides a whole range of analysis tools to determine how your campaign is performing, so you can get instant feedback. Adwords also allows you to continually change your campaign details. This means you can experiment with different wordings, and other aspects of your advertisements, continually fine-tuning to achieve the best results. With other media, you are stuck with the advertisement as originally published.

4) There is no need for fancy graphics and expensive artwork to take on your competitors. Google ads are text based.

5) Adwords allows you to target specific geographical areas and use other targeting parameters, allowing you to have a high level of control over who sees your advertisements.


1) Not every click represents a genuine potential customer. Unscrupulous competitors can click on your advertisements to eat into your budget, and there is little you can do to prevent this. You will also receive a certain percentage of clicks in error. This is because Google allows advertisement publishers great freedom in how the advertisements are displayed. Advertisement blocks are often embedded in text on a page making them difficult to spot. Surfers can accidentally click on the advertisement when trying to scroll down the page, for example.

2) Conducting a successful Adwords campaign can be very time-consuming and require a lot of research.

3) Competing for keywords that are in high demand can be very expensive.

4) In most cases, to convert clicks into customers, your landing page has to be high quality, and you may need to employ a professional to make it a successful page.

Adwords is a powerful way to generate targeted web traffic, but you need to be fully aware of the pros and cons of Google Adwords PPC before you commit too many resources to such a campaign.


Johan Hedin offers his PPC Services on behalf of Marketing Ignite.